Here’s input from a PR consultant and entrepreneur who is doing things right.  Dana Humphrey from Whitegate PR in New York shares some insight for southern California readers on networking and building smart campaigns for clients in the booming pet industry. 

How are you successful in getting linked in with so many social media groups like Small World?  ASmallWorld.net is an invitation only social media Web site. I love to connect virtually with friends and colleagues on as many platforms as possible. Internations.com is another great tool for the globally minded!

On Linkedin.com it’s very important to join relevant groups, in order to follow discussions and hot topics that are central to your clients and their industries. I always join the maximum number of groups, which is 50.

What project are you most proud of that has been conducted within the last six months?  Please discuss the campaign strategy, tactics and results.

In the past six months, we have been able to really enhance the Trimline Inc. brand awareness and reach via strategic partnerships and press.

 The Trimline Veterinary Recovery Collar, also known as the “soft, blue, collar” has been helped over two million dogs and cats recover quickly from injury, surgery or trauma. It allows the animals to drink, eat, and sleep in comfort while providing a barrier to the treatment area from licking and biting. It is soft, lightweight and easily applied with a simple drawstring design. We are also finding that it is effective on the groomer table.

In November of last year we coordinated a video shoot on the West and East coasts to show the Trimline Collar in action and created two short YouTube videos to highlight within social media. During this time we were also to collect some B-Roll for TV.

In February Trimline partnered with the HSUS for Spay Day USA and was able to effectively reach the target demographic – veterinarians at spay and neuter clinics. We are now moving forward with strategic partnerships with NAPPS (National Association of Professional Pet Sitters) and an International Groomer Association.

This summer we are excited for press coverage features in Pet Age Magazine, Pet Product News, Pet Business, DVM and Pets Weekly among others.

What’s your top PR tip this week?
Use targeted outreach vs. the buckshot approach. Try to think outside the box when you are trying to reach your audience, think about what they are reading, watching and listening to outside of traditional channels.

Dana Humphrey can be reached at 619-414-9307 or via email, dana@whitegatepr.com.  Readers are welcomed to learn more about her background and company by visiting www.whitegatepr.com.  

A NY transplant, she’s made herself a part of the community.  In fact, she’s doing a triathlon to help cure blood cancer.  Learn more: http://pages.teamintraining.org/nyc/nyctri10/dhumphrzx6.

Lauren Walsh is lead publicist with Citrus Public Relations in San Diego and is one of the founding editors of SoCalPRBlog. Follow her on Twitter.